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UX DESIGN

Gift Card

Experience

Problem Statement:

As a customer of Reserve Cut,
I want to easily purchase gift cards and navigate the website seamlessly,
So that I can confidently enjoy the full Reserve Cut experience, including dining and gifting.

Objective:
To enhance Reserve Cut's website navigation and usability, focusing on simplifying the process of purchasing gift cards and modernizing the website to reflect the restaurant’s elite and exclusive aesthetic.

How might we simplify the gift card purchasing process and modernize Reserve Cut’s website to match its high-end reputation?

Key Question

Role & Tools Used:

Role:
  • UX Designer
Tools:
  • Figma (Prototyping & Mockups)
  • Miro (Site Mapping & User Journey Mapping)
  • Maze
  • Google Forms (User Polls)
  • Zoom
Market and Industry Research:
  • Analyzed the impact of website usability on restaurant gift card sales, highlighting the importance of clear navigation and modern design for high-end establishments.

Competitive Analysis:
  • Examined leading competitors such as Mastro’s Steakhouse, STK Steakhouse, Cote NYC, Dirty French Steakhouse, and Papi Steak. Key findings included:
  1. Gift cards prominently featured in primary navigation.
  2. Personalization and delivery options boosting sales.
  3. A lack of galleries and reservation policies as missed opportunities to showcase the dining experience.

User Polls:
  • Gathered insights from current and potential customers regarding their experiences with restaurant websites. Key preferences included:
  1. Direct access to purchase gift cards.
  2. Clear navigation to reservations and menu pricing.

Site Mapping:
  • Mapped Reserve Cut’s current website to identify gaps and inefficiencies, focusing on simplifying navigation and highlighting key features like gift cards, reservations, and the menu.

User Journey Mapping:
  • Documented the current user flow from landing on the website to purchasing a gift card or making a reservation, noting friction points.

Moderated User Testing:
  • Observed how users interacted with the current website, identifying confusion around navigation and frustration with the lack of a clear path to purchase gift cards.
Research and Discovery
Designed high-fidelity mockups for:
  • Redesigned landing page.
  • Gift card purchase flow.
  • Reservations page.
  • Photo gallery showcasing the dining experience.
Prototyping
Tested users’ ability to complete tasks on the redesigned website:
  • Locate and purchase a gift card.
  • Make a reservation.
  • Navigate back and forth without relying on the browser.

Key Findings:
  • Landing Page: Users successfully navigated the modernized landing page but expressed the need for a clear “Overview” section summarizing offerings.
  • Gift Cards: 50% of users initially struggled with the navigation but completed the purchase successfully after revisions.
  • Reservations: The addition of a prominent “Reservations” button on every page improved task completion by 100%.

Usability Testing
Navigation Improvements:
  • Feature gift cards prominently in the primary navigation.
  • Integrate a seamless backspace navigation system for a smoother user experience.
  • Add an overview section on the landing page summarizing Reserve Cut’s offerings.

Content Enhancements:
  • Include pricing details for menu items to assist users in planning gift card purchases.
  • Add a comprehensive photo gallery to showcase the ambiance, food, and private dining spaces.

Design Refinements:
  • Highlight active navigation elements for improved usability.
  • Ensure responsiveness across devices to align with modern design standards.

Further Investigation:
  • Conduct A/B testing to measure the impact of the redesign on user satisfaction and sales.
  • Evaluate opportunities to integrate Reserve Cut’s exclusive wine room and private dining features into marketing strategies.

Stakeholder Collaboration:
  • Work closely with Reserve Cut’s management and marketing teams to ensure the redesigned website aligns with their business objectives and brand identity.
Recommendations &
Next Steps
Estimated Impact & Business Outcomes:
The redesigned Reserve Cut website significantly enhances the user experience by simplifying navigation, streamlining the gift card purchase process, and reinforcing the restaurant’s elite brand identity. Based on UX best practices and industry benchmarks, these improvements likely resulted in:
  • 20-30% faster checkout time due to a more intuitive and frictionless purchase flow.
  • 10-15% increase in gift card sales, driven by improved discoverability and clearer calls to action.
  • 15-25% reduction in mobile bounce rates, as enhanced mobile responsiveness makes it easier for users to complete transactions.
  • Stronger brand perception and engagement, with UX research showing that refined interfaces can boost user trust and retention by up to 30%.

By optimizing the digital experience, these changes not only improve customer satisfaction but also drive higher conversions and revenue potential for Reserve Cut.